Bus Passengers' Journeys Enhanced with Technology

Bus journeys in Norwich will never be the same again, as, for the first time, Bluetooth beacon technology has been implemented. It brings a new experience to a journeys, as passengers can now receive location-based messages on their smart devices from retailers in the area as they travel. The initiative has been made possible by a collaboration between Proxama, Exterion Media and transport company FirstGroup.
The initiative counts 20 merchants from the Norwich area amongst its participants and, crucially, signals the first time beacons have been used on an existing bus network. It is centred on Loka, a location-based app that provides relevant content and offers, which acts as a network for local brands and gives these retailers a unique channel of communication to potential customers who are on the move. At the same time, shoppers receive the opportunity to discover and purchase new products, as well as receive rewards such as coupons, discounts and loyalty services.
The result brings benefits to both consumers and brands in the Norwich area. Consumers experience a more engaging journey, while local brands can expect an increase in loyalty, footfall and engagement.
Underpinned by Proxama’s TapPoint® platform, passengers are able to opt in to the experience by switching their Bluetooth on and downloading Loka which has been created as part of the Connected High Street Project. The number of notifications will be monitored during the day and the app will learn and tailor what future notifications to send, as the user interacts with them.
Working alongside multiple partners including Norwich Business Improvement District (BID) and the Association of Town & City Management (ATCM), the Connected High Street project is an ongoing initiative created to better learn about how to make beacon technology a part of the everyday shopping experience. Transforming the passenger journey by connecting the consumer’s digital capabilities with their physical environment will be a first for the UK and the involvement of local partners will showcase the full potential of mobile proximity commerce.
Via: Exterion Media